Extraordinary Ordinary Day
Time Out says
A handmade shoe store has opened on the eclectic Kensington street strip
At the end of the bustling Spice Alley part of the Central Park development you’ve doubtless noticed the cluster of tiny heritage houses. Extraordinary Ordinary Day (EOD) is a shoe boutique that fits perfectly into one of these cottages, at just 13m2: truncated displays of gleaming footwear with just enough space for trying and buying.
Founder and creative director Ashley Lim opened the flagship in July 2016. As the sole operator of EOD, Lim has complete control over the thematic and aesthetic stream of each range. The shoes are partially made here and partially in her home country of South Korea, where she collaborates with a small team of fine cobblers. Her workers are specialised craftspeople with up to 30 years of experience. “Sometimes I will get feedback from my cobblers that the design just isn’t going to work,” she says. “They are just so experienced and knowledgeable in shoemaking and I have to listen to them.”
The tiny store currently houses shoes from her debut collections as well as new pieces from the upcoming ‘Scarlett’, taking its name from the petulant, proto-feminist heroine of Gone with the Wind. “A very feisty, strong-headed, almost selfish but charming woman – I wanted to imbibe that spirit into my shoes. Sex appeal that’s still practical. A free spirit you can wear everyday.”
In the store herself most days, cleaning, maintaining and having a yarn with customers, Lim’s one-on-one affability is reflected in the personable EOD social media voice. She enjoys getting to know her customers and discussing the quality of Korean-made wares. Lim believes the direct line between her and the skilled hands moulding the leather are behind the quality of her shoes. “It’s not an easy job. There is a huge amount of physical labour that goes into making a shoe.”